SITUATION
PANI, a very well-known restaurant in Latin America, opened its first store in Miami in September 2020. For that, they needed to work on the communication tone and the brand strategy in English in order to maintain its cool, fresh, irreverent, and fun essence and impact the American market with what they had to offer. At the same time, they needed to work on continuing to construct branding based upon pillars such as: instagrammable, trend-setter, aspirationality and indulgence.

WHAT DID WE DO
Through different strategic sessions with the client, we defined the buyer persona or the ideal client that they wanted to attract. We defined that, mainly, it is women from the middle-upper and upper segments and with this filter we were able to explore through quantitative studies what represents the luxury, fashion, trends and food in their routines.

RESULTS
Through the first insights we worked on, we understood that, unlike Latin Americans, the American consumers value quality of food over experience, thus, the communication had to focus mainly on the product. In the same way, we come to the conclusion that luxury today is quality and exclusivity: origin and for whom it is directed.

ACTIONS
We carried out a shooting at different stages to capture everything that the brand has to offer: photos of the setting and lifestyle to transmit the consumer experience, photos and videos of plates to show the variety and originality of the menu, we took photos and videos of the store to communicate the luxury and aspirationality of the decoration. In parallel, we sent press kits to gastronomic websites and important local media to spread the news about the landing of the brand in Miami. We also developed a key visual inspired in the big fashion brands to connect with the target and capture their attention through social media posts.